IV. Customer Analysis
This Section's Contents
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Demographic Profile of Target Market
[Company Name] currently serves clients within a 50-mile radius, including outlying areas of the region. While the majority of clients live within a 20-minute drive to medical services in the city, many clients live in rural areas that require lengthy transportation schedules and complex driving directions. The drivers within [Company Name] are provided with a 3-week orientation in client-service relationships prior to driving, which helps facilitate an understanding of the needs of our clients.
The majority of clients ride with [Company Name] accompanied by a support provider or family member. This may be for comfort or for minimal medical service; however, in either case, both the primary client and support provider are considered priorities in the transportation process and are accommodated in their requests. Clients with cognitive impairment may also be transported and drivers are aware that such clients may not be able to easily express needs or concerns, but require attentive responses.
Regardless of the transportation process itself, the demographics of clients are fairly defined as: elderly, with non-emergency medical or cognitive needs, non-drivers, possibly uncomfortable driving long distances, uncomfortable driving at night or in inclement weather.
Customer Segmentation
The clients of [Company Name] extend beyond those being transported in non-emergency transportation service. At [Company Name], the following customer segments are targeted:
- Initial contact: We begin building a relationship when a potential client or support provider first contacts us.
- Primary client: The primary person being transported for non-emergency purposes.
- Caregivers or family members who assist our primary client.
- Administrative personnel who work in account payables.
While the primary client and support providers may be obvious customers, we receive a surprising number of referrals from family members and administrative personnel who are in contact with [Company Name] during the process of transportation. These customer segments make note of our exemplary service and recommend our services to other primary clients. Therefore, each of the above are viewed as “current or prospective” customer segments.
Each primary client has a list of associated care providers, support personnel and family members associated with them. A typical primary client may have a team that includes the following:
- Primary client (non-emergency transportation client)
- Family member (person who may/may not travel with the primary client)
- Medical caregiver (paid assistant or attendant who travels with the primary client)
- Care facility team (those who set transportation appointments, oversee payables)
- Care facility attendant (assists client in moving to/from transportation vehicle)
At [Company Name], each team member for our primary client also deserves our best attention, so our priority service begins with the first website contact or phone call and continues through to any future calls for non-emergency medical transport.
